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Fresh face for aviation group

London-based creative design consultancy Bibliotheque has been appointed to create a fresh corporate identity for aviation support group Alpha Airports.

The aviation support service provides catering and retailing to more than 100 airlines at more than 80 airports worldwide. It commissioned Bibliotheque to strengthen and modernise its brand credentials.

Tim Beard, director of Bibliotheque, says, ‘We’re not setting out to create a new identity, but make the existing Alpha identity work harder to deliver, through design, a repositioning of the brand to its business-to-business customer audience.’

‘Within the previous identity, there was a lack of visual cohesion that devalued Alpha’s serious intent,’ says Beard. ‘The refreshed identity is more sophisticated, streamlined and efficient, which correlates with Alpha’s reputation as an efficient service provider.’